Serial entrepreneur Christiane Lemieux describes the new rules of entrepreneurship and business, arguing that visionary startups leverage the concept of “frictionless” to beat their competitors.

Based on interviews with dozens of startup founders, experts and scholars on entrepreneurship, Frictionless provides readers with a wide-ranging education in starting companies that thrive in the world of frictionless commerce—made possible by new technologies, a new mindset, and new demands from Millennial consumers. Working with bestselling author and journalist Duff McDonald, Lemieux also shares her own story—lessons learned, failures absorbed—at the helm of DwellStudio (which was acquired by Wayfair) and her latest venture, The Inside.

Some founders profiled in the book are reducing friction in their own business models, others reduce friction through improved customer experiences, and still others are revolutionizing their operations to create frictionless organizations. Readers will glean lessons from the founders of well-known companies such as Instant Pot, Bonobos, Hims, and Halo Top—as well as upstarts Billie, Dame Products, and Convene.

Frictionless outlines the groundwork necessary for getting a company up-and-running and explains how companies make and market products and services while meeting the demands of their customers and employees today. Frictionless is the essential handbook for creating tomorrow’s mind set and competitive advantage.

Based on hard-won lessons from serial entrepreneur Christiane Lemieux and dozens of other founders, this book delivers a playbook for modern business strategy:

A New Competitive Advantage: Master the "frictionless" framework and learn to identify the hidden points of friction in your own business that are holding you back.
Lessons from Top Startup Founders: Go behind the scenes with the creators of breakout successes like Instant Pot, Bonobos, and Hims to learn the real-world tactics they used to win their markets.
Direct-to-Consumer Playbook: Understand the new rules for reaching Millennial consumers and why brands that own the customer relationship are built to last.
The Author’s Journey: Learn from Christiane Lemieux’s own story—from the high-friction model of DwellStudio to the agile, tech-driven strategy behind her new venture, The Inside.